Thailand's Media Landscape

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Thailand’s Media Topography

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Transcript of Thailand's Media Landscape

Page 1: Thailand's Media Landscape

Thailand’s Media TopographyTopography

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Agenda

• The changing media topography in Thailand

• Emerging Technologies• Leveraging the technology and trends• Leveraging the technology and trends• Selecting the right media for the job

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What is the ‘Media’

• As a PR practitioner the ‘media’ to me are the news media – print, broadcast and online

• Today the line between that definition of • Today the line between that definition of media and entertainment is blurring, but I will still refer mainly to channels that purport to communicate the work of journalists

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Who Are The Media

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Who Are The Media

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A shifting media landscape

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The Global Warming Effect

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The Causes

Changing Changing Changing Technology

Changing Lifestyles

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Mutual Reinforcement

• The two factors are reinforcing each other and leading to changes in : – How we consume media– How we consume media– When we consume media – The type of media we choose to consume

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The Media Landscape

• TV still commands the high-ground• Radio has plateaued but is relatively safe• Print media is on the shoreline and very

much at riskmuch at risk

But the effects of the change are gradual and sometimes not easy to see

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1985 - Some Perspective

• 150 newspapers – 30 Bangkok-based

dailies

• 5 TV channels – 3, 5,

• Approx. 17 Bangkok-based dailies

• 6 Terrestial channels – 3, 5, 7, 9, 11 & PBS

1985 - 1987 Today

• 5 TV channels – 3, 5, 7, 9 & 11

• 275 radio stations

– 3, 5, 7, 9, 11 & PBS– Hundreds of cable and

satellite channels

• 204 AM stations, 334 FM stations, approx. 4,000 ‘community’ radio stations

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Media Topography TodayA Fragmented Landscape

PrintNewspapersMagazines

Television

Terrestrial

Cable Satellite

RadioGovernmentCommunity

The Internet

Social Media

Facebook

TwitterInstagram

Content Providers

BlogsYouTube

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Changing Media Consumers

Changing Changing Changing Technology

Changing Lifestyles

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Modern Living

• Some of the lifestyle changes impacting urban Thais – Work/life imbalance– Changing home life– Changing home life– Political and social divisions– Growing cynicism – Rapid adoption of technology

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Media Consumption

• The changes that have occurred in the lifestyles of Thai consumers has led to profound changes in their media consumption patternsconsumption patterns

Who reads a newspaper every day?

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Media Consumption

• Non-scientific survey of Chula grad students

2012-Source of daily news

2013-Source of daily news-Source of daily news

Traditional media = 60%Online media = 40%-Newspaper consumptionEveryday = 40%1 day/week = 40Online edition = 20%

-Source of daily newsTV = 22.2%Newspapers = 11.1 %Online media = 66.7%-Newspaper consumption>2 days/week 33.3% 1 or 0 days/week = 33.3% Online edition = 33.3%

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Newspaper Consumption

020406080

100

12-24 25-39 40+

2009

2007

Age

Source: NMR Media Index, Nation Multimedia Group

12-24 25-39 40+

020406080

100

2009

2007

020406080

100

Upper Middle Lower

2009

2007

SES Group Geography

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Traditional Media - Online

Website UIP PV

ASTV Phutchadkarn 511,191 3,278,664

Thai Rath 353,333 1,879,378

Daily News 171,572 836,190

Matichon 151,480 555,359

Khao Sod 117,976 572,549

Kom Chad Leuk 116,883 349,922

Channel 7 109,852 343,338

Krungthep Turakij 98,021 264,543

Post Today 90,303 242,442

Channel 3 67,252 173,397

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People Online DestinationsWebsite IP TH

Kapook 1,042,523

Sanook 934,702

Mthai 724,602

Th.Hao 609,549Th.Hao 609,549

Dek-D 512,274

ASTV Phutchadkarn 454,335

SiamSport 419,546

WeLoveShopping 330,263

SiamZone 302,659

Bloggang 291,673

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Ad Spending

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Ad Spending

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Ad Spending

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Ad Spending in Mn BahtMedia 5M 2013 5M 2012 Growth %

TV 28,285 27,309 3.6 %

Radio 2,451 2,451 0.0 %

Newspaper 5,900 6,094 -3.2 %

Magazines 2,080 2,135 -2.6 %Magazines 2,080 2,135 -2.6 %

Cinemas 2,455 2,982 -17.7 %

Outdoor 1,711 1,868 -8.4 %

Transit 1,329 1,084 22.6 %

In Store 1,053 973 8.2 %

Internet 363 234 55.1 %

Total 45,627 45,129 1.1 %

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The Quintessential Media Technology

Changing Changing Changing Technology

Changing Lifestyles

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2.872.87Million

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The Ultimate Channel

• The point is not the device itself – but rather its ability access to web-based information – including multimedia information (and entertainment)information (and entertainment)– This allows consumers to get both news and

entertainment ‘on-demand’

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Mobile Usage in Thailand72% of Thailand mobile Internet users are below

the age of 24. (National Statistical Office - Thailand)

NBTC

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Time Spent With Media

Nielsen Thailand Study 2013

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Time Spent on Mobile

AppsFire in Top Mobile Internet Trends by Murphy and Meeker

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The Thai Consumer’s Day

Inmobi 2012

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Media Evolution

– TV & Radio safe for now – but facing increased competition

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Media Evolution

– Print media faces the greatest challenge due to the nature of their content

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Media Evolution

• The Internet is by its nature constantly changing – the explosion of social media is driving media consumption online

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Riding the Wave

• For PR and other communications professionals this changing topography has a number of ramifications– New channels– New channels– New audiences– New metrics

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Riding the Wave

• In Thailand PR is often synonymous with media relations– We pitch and place stories in the media

This is no longer sufficient

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Riding the Wave

• PR content will need to evlove to meet the needs of the consumer and the technology they adopt– Writing needs to be short and sharp– Writing needs to be short and sharp– We need ‘mobile ready’ content– Audio and video will be key– Pitches will need to include reference to core

demographics

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Riding the Wave

• The metrics we use to track progress and demonstrate success will need to evolve beyond ‘counting clips’ – AVE and PR Value are increasingly irrelevantValue are increasingly irrelevant

We will need to look at metrics like time spent on content, feedback, shares, visitor flows and of course ‘likes’.

We will also need to understand SEO and Meta-tagging

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Riding the Wave

• Create/strengthen relations with ‘new media’– Monitor and listen

• Learn their language and protocols• Learn their language and protocols• Every channel (and site) has its own culture –

ignore this at your peril

– Participate and engage– Establish a presence (Be The Media)

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Riding the Wave

• PR will need to reach out to the Thai

Blogosphere

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Riding the Wave

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Riding the Wave

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Riding the Wave

• PR will need to understand how to leverage

Instagram – and it’s celebrities

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Riding the Wave

• Leveraging YouTube– Create a short video of your

executive/expert talking about the topic of your media about the topic of your media pitch

– Recycle existing content re: training material, executive speeches, company/brand events

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Be The Media

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Be The Media

• How to be the Media

– Establish your own blog

– Establish your social media presence

– Tweet– Tweet

– Post videos/pictures that you’d like the media to

use

• Caveat

– Once you start you will need to stay engaged

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Be The Media

Listen

Organization / Brand

Contribute

Create

Engage

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Criteria for selecting right media

• The selection of media for a given campaign, at a minimum, needs to include:– Demographics of your target audience– Clear and realistic understanding for your – Clear and realistic understanding for your

audiences media consumption behavior– Nature of your brand, product and/or service– Amount and type of content you have

available– Celebrities/spokespeople– Budget

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Thank you

[email protected]